PFA and ST. ALi Coffee Roasters agree to collaborate

Professional Footballers Australia (PFA) has collaborated with ST. ALi Coffee Roasters, who will become their premium coffee provider and also supply branded merchandise to Australia’s professional footballers.

ST. ALi was founded in 2005 and is one of the pioneers in specialty coffee in Melbourne. They have taken pride in their relationships with farmers, in-house roasting and coffee brewing, while also collaborating with local and international businesses such as Mercedes and Koko Black.

Originally starting in Melbourne’s South, ST. ALi coffee has been used by many cafes and restaurants all across Australia and also has a sister location in Jakarta.

They have already provided coffee at a Delegates conference for female players in Melbourne and players within Australia’s national teams.

The PFA and ST. ALi Coffee Roasters will work together on content projects featuring players from Australia and New Zealand and consider brand ambassador roles for PFA members.

PFA Co-Chief Executive, Kathryn Gill, voiced her excitement about partnering up with the local coffee provider:

“We are excited to welcome ST. ALi to the PFA family. Our members love their coffee, which is a big part of a footballers’ daily routine. Off the pitch, and when players meet with us to discuss their careers and the Australian football industry, ST. ALi is what fuels those important conversations,” she said via PFA media release.

PFA Vice President, Lydia Williams, spoke about how this partnership will benefit both players and PFA staff:

“Most athletes crave a good caffeine kick as part of their daily ritual, as we often have long days and demanding training schedules. For the players and PFA staff living in Melbourne, the coffee capital of the world, we are super thankful for ST. ALi for partnering with us and keeping us stocked up with delicious coffee,” she said via PFA media release.

ST. ALi CEO, Lachlan Ward commented about expanding its partnerships into the footballing landscape:

“We are thrilled to partner with the PFA and support Australia’s professional footballers. At ST. ALi, we believe in the power of community and bringing people together over a great cup of coffee. We know how much the players value their coffee, and it’s a privilege to support their dedication and performance both on and off the field,” he said via PFA media release.

For more information about ST. ALi, visit their website stali.com.au.

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Football Australia Expands Mental Skills Program for Match Officials Amid Sustained Focus on Referee Retention

Football Australia has confirmed a second national webinar for match officials, led by sports psychologist Dr Liam Slack, extending a referee development series introduced after strong engagement with an initial session on managing match-day pressure.

The upcoming session, themed “parking with purpose,” will focus on decision-making strategies designed to help referees process on-field calls and reset attention quickly across a match that can present hundreds of individual decisions. Dr Slack, who also consults with The Football Association and the AFC Referee Academy and previously spent over a decade as a performance psychologist with the Professional Game Match Officials Limited in England, brings substantial elite-level experience to a program open to officials at every level, from grassroots to professional.

The theme builds on work Dr Slack has already delivered within Australian officiating. He recently led a session with Football Australia’s National Referee Academy on the same concept, framing the ability to consciously park a decision and refocus on the next phase of play as a trainable skill rather than an innate trait, one that separates officials who reset quickly under pressure from those who don’t. He has also addressed more than 100 Football Australia elite match officials and staff on developing a stronger match-day mentality, an indication of how embedded this psychological framework has become across the officiating pathway rather than remaining a one-off intervention.

The expansion of the webinar series reflects a broader shift in how football administrators are approaching referee attrition. Rather than treating retention purely as a recruitment or pay problem, the program signals an institutional acknowledgment that the psychological demands of officiating, particularly the compounding pressure of split-second decisions under public scrutiny, are a material factor in whether officials remain in the game.

It rests alongside other measures adopted across Australian football in recent years, including visible identification programs for junior referees and structural reviews of referee departments at state federation level, all aimed at the same underlying issue: a shrinking pool of match officials relative to demand.

Football Australia has not detailed metrics for assessing the program’s impact on referee numbers, though the recurring engagement of an internationally credentialed specialist across multiple tiers of the officiating pathway suggests sustained institutional investment in the approach.

Arsenal FC announce Saint Lucia as new destination partner

Starting in the 2026/27 season, the deal will see Saint Lucia become Arsenal‘s Official Destination Partner.

 

Global reach of a football giant

As one of the most popular clubs in the world, Arsenal’s influence expands far beyond the boundaries of North London.

And with its latest partnership, alongside the Saint Lucia Tourism Authority (SLTA), the reigning Premier League champions will help to promote the Caribbean island to the UK market.

Furthermore, the agreement will see additional benefits for both parties, including the development of an Academy Hub in Saint Lucia, brand visibility at the Emirates Stadium for both Premier League and Women’s Super League games, and more.

“We are entering an exciting term as Arsenal’s Official Destination Partner, aligning with a club that has a loyal, global supporter base,” said Saint Lucia’s Minister for Tourism, Commerce, Investment, Creative Industries, Culture and Heritage, Dr. Ernest Hilaire via media release.

A partnership extending from one side of the Atlantic to the other, uniting communities through football.

 

Sport and culture go hand-in-hand

This isn’t the first time, however, that Saint Lucia Tourism Authority has ventured into the commercial world of global sport.

In the past, for example, the organisation built firm relationships with several other iconic outfits including the New York Yankees (baseball), Toronto Raptors (basketball), Toronto Maple Leafs (ice hockey) and Brooklyn Nets (basketball).

But with an iconic club like Arsenal the latest addition to the lost, it further proves that sport, culture and commerce are by no means seperate entities.

In fact, in a deal such as this, all three can grow and thrive.

Arsenal are one of several clubs to establish ties with tourism boards and destination groups across the world. Notable partnerships include:

  • Manchester City and Visit Abu Dhabi
  • Fulham FC and Visit Mongolia
  • Manchester United and Visit Malta

Exposure for international tourism boards at Premier League grounds holds immense economic potential, thus a key aim in the alliance between Saint Lucia and Arsenal is to drive the island’s economy through tourism.

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